A profile of cable subscribership: The role of audience satisfaction variables

Abstract

While rate deregulation stemming from the 1984 Cable Act has prompted congressional charges of price gouging and sloppy service, little is known about its impact on customer perceptions of cable prices, quality, and customer service. This paper assesses customer satisfaction with cable service in light of recent price increases using data from a community-based census of subscribers. Results suggest that nearly half of all subscribers were at least satisfied with their cable service, with paid subscribers indicating the highest level of satisfaction. The most popular reason for subscribing was to receive more channels, while program duplication was the most prominent source of concern.